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Consumer Health in Macedonia

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Executive Summary

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Consumer health continues to record steady growth despite political turbulence

Consumer health continued to perform well in Macedonia in 2018, with all categories registering solid to strong growth thanks to a combination of factors, particularly the growing health and wellness and convenience trends, and in spite of limited personal incomes and low purchasing power. This can be largely attributed to the political crisis in Macedonia subsiding during 2017 with the appointment of a new government.

Internet access and social media platforms support the growing self-medication trend

Internet penetration continued to increase in Macedonia in 2018, with more local consumers in turn opening accounts on the various leading social media platforms. Among all the information which is exchanged via social media platforms such as Facebook, Twitter and Instagram, much concerns consumer health, with users keen to discuss, leave and read reviews of various products.

Consumer health in Macedonia dominated by international manufacturers

Consumer health is an industry which benefits from a high level of research and development. This requires significant financial resources and know-how, which many domestic companies lack due to their focus on the local market and region.

Few channels sell consumer health products beyond chemists/pharmacies

Chemists/pharmacies remained the leading distribution channel for consumer health products in Macedonia in 2018. Modern grocery formats are rapidly developing in the country, although their overall value share is significantly lower than that of traditional grocery retailers.

Healthy growth of consumer health expected to continue over the forecast period

Further boosted by the growing health and wellness and convenience trends, albeit weakened by negative demographic trends, consumer health in Macedonia is expected to continue to perform well over the forecast period. However, growth will be slower than that of the review period.

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Table of Contents

Consumer Health in Macedonia

ANALYSIS

Executive Summary

Consumer health continues to record steady growth despite political turbulenceInternet access and social media platforms support the growing self-medication trendConsumer health in Macedonia dominated by international manufacturersFew channels sell consumer health products beyond chemists/pharmaciesHealthy growth of consumer health expected to continue over the forecast period

Appendix

OTC registration and classificationVitamins and dietary supplements registration and classificationSelf-medication/self-care and preventive medicineSwitches

Definitions

Sources

Summary 1 Research Sources

DATAGRAPHICS

Market Sizes

Sales of Consumer HealthSales Performance of Consumer HealthSales of Consumer Health by Category

Competitive Landscape

DATAGRAPHICS

Market Sizes

Sales of AnalgesicsSales Performance of AnalgesicsSales of Analgesics by Category

Distribution

Channel Distribution for Analgesics

Competitive Landscape

Company Shares of AnalgesicsCompany Share Performance in AnalgesicsRetail Sales Performance by CompanyMarket Concentration of Analgesics by CompanyBrand Shares of AnalgesicsBrand Share Performance in AnalgesicsRetail Sales Performance by BrandMarket Concentration of Analgesics by Brand

CONTEXT

International Context

Analgesics Retail Sales by RegionAnalgesics in Macedonia

FMCG Index

Analgesics vs Selected FMCG Industries

Socioeconomic Context

Population Growth IndexMacedonia vs Other GeographiesHouseholds with a Disposable Income Over USD25,000 - Macedonia

FMCG Index

Socioeconomic Context

Population Growth IndexMacedonia vs Other GeographiesHouseholds with a Disposable Income Over USD25,000 - Macedonia

Dermatologicals in Macedonia

ANALYSIS

Headlines

Prospects

Sales fuelled by growing demand for medicated skin carePaediatric dermatologicals the best performing category in 2018Stigma surrounding some dermatologicals fades as younger generations are more open-minded

Competitive Landscape

Domestic company Fitopharm remains the leading playerAlkaloid AD Skopje ranks secondDermatologicals evenly split between domestic and international companies

DATAGRAPHICS

Market Sizes

Sales of DermatologicalsSales Performance of DermatologicalsSales of Dermatologicals by Category

Distribution

Channel Distribution for Dermatologicals

Competitive Landscape

Company Shares of DermatologicalsCompany Share Performance in DermatologicalsRetail Sales Performance by CompanyMarket Concentration of Dermatologicals by CompanyBrand Shares of DermatologicalsBrand Share Performance in DermatologicalsRetail Sales Performance by BrandMarket Concentration of Dermatologicals by Brand

CONTEXT

International Context

Dermatologicals Retail Sales by RegionDermatologicals in Macedonia

FMCG Index

Dermatologicals vs Selected FMCG Industries

Socioeconomic Context

Population Growth IndexMacedonia vs Other GeographiesHouseholds with a Disposable Income Over USD25,000 - Macedonia

CONTEXT

International Context

FMCG Index

Socioeconomic Context

Population Growth IndexMacedonia vs Other GeographiesHouseholds with a Disposable Income Over USD25,000 - Macedonia

Herbal/Traditional Products in Macedonia

ANALYSIS

Headlines

Prospects

Sales of herbal/traditional products supported by the health and wellness trendHerbal/traditional cough, cold and allergy (hay fever) remedies remains the largest categoryHerbal/traditional digestive remedies the best performing category in 2018

Competitive Landscape

Domestic company Fitopharm leads herbal/traditional products in 2018Krka Farma ranks a very close secondHerbal/traditional products remains a fragmented category

DATAGRAPHICS

Market Sizes

Sales of Herbal/Traditional ProductsSales Performance of Herbal/Traditional ProductsSales of Herbal/Traditional Products by Category

CONTEXT

International Context

FMCG Index

Socioeconomic Context

Population Growth IndexMacedonia vs Other GeographiesHouseholds with a Disposable Income Over USD25,000 - Macedonia

Paediatric Consumer Health in Macedonia

ANALYSIS

Headlines

Prospects

Limited range of products prevents paediatric consumer health from recording a stronger performanceInnovation and new product development lead to the launch of new formatsPaediatric dermatologicals the best performing category in 2018

CONTEXT

International Context

FMCG Index

Socioeconomic Context

Population Growth IndexMacedonia vs Other GeographiesHouseholds with a Disposable Income Over USD25,000 - Macedonia

Vitamins in Macedonia

ANALYSIS

Headlines

Prospects

Vitamins benefiting from a greater focus on personal health and wellbeingVitamin E benefits from a focus on beauty and antioxidantsDifferent age groups buy vitamins for different reasons

Competitive Landscape

Krka Farma remains the leading player but continues to lose shareSecond-ranked Alkaloid AD Skopje continues to steadily gain shareBeyond the leading 10 companies vitamins is highly fragmented

DATAGRAPHICS

Market Sizes

Sales of VitaminsSales Performance of VitaminsSales of Vitamins by Category

Competitive Landscape

Company Shares of VitaminsCompany Share Performance in VitaminsRetail Sales Performance by CompanyMarket Concentration of Vitamins by CompanyBrand Shares of VitaminsBrand Share Performance in VitaminsRetail Sales Performance by BrandMarket Concentration of Vitamins by Brand

CONTEXT

International Context

Vitamins Retail Sales by RegionVitamins in Macedonia

FMCG Index

Vitamins vs Selected FMCG Industries

Socioeconomic Context

Population Growth IndexMacedonia vs Other GeographiesHouseholds with a Disposable Income Over USD25,000 - Macedonia

Weight Management and Wellbeing in Macedonia

ANALYSIS

Headlines

Prospects

Sales supported by consumers paying greater attention to their physical appearanceObesity a growing problem due to sedentary lifestylesSlimming teas and weight loss supplements the best performers in 2018

Competitive Landscape

Slim Line International remains the leading playerVitalia Nikola remains the leading domestic manufacturerWeight management and wellbeing remains fragmented and dominated by internationals

Wound Care in Macedonia

ANALYSIS

Headlines

Prospects

Convenience and self-medication trends positively impact wound care salesWound care readily available in most retail outletsMaturity set to limit the future growth potential of wound care

Competitive Landscape

Slovenian company Tosama continues to lead wound careGerman company Beiersdorf ranks secondWound care dominated by international brands

DATAGRAPHICS

Market Sizes

Sales of Wound CareSales Performance of Wound CareSales of Wound Care by Category